Interviews and Observation
Getting directly in front of users, potential customers, and employees for interviews or on-the-job observation provides us much more than a persona ever could. This close-contact approach allows us to develop deep empathy which guides our decision making in later stages of the product development process.
Download and Synthesis
Interview and observation teams produce a large number of raw data points. For this information to be actionable it must be synthesized. Our downloading and synthesis process creates meaningful insights that challenge assumptions and create a true picture of the elements of the problem we’re trying to solve.
From our insights come opportunities. We use “How Might We” statements and other techniques to draw out specific capabilities and potential features that could be taken to the market as part of an offering. This is where we begin to develop the value proposition for a new product or service.
Reinventing the wheel is generally a bad idea in any context, the wheel is pretty great. So learning from competitors and alternatives is key to making sure we don’t make the same mistakes, and we position ourselves competitively. An analysis of features and capabilities along with visual and interface cues such as color and typography help us know how a new offering can stand out in the market.